CREATING AN EFFECTIVE CONTENT

STRATEGYBethany Gardner, Digital Strategy

ICF International

September 12, 2014

What is Content Strategy?

New: Webster’s doesn’t even have a definition for it

Basic definition: Planning for the creation, delivery, and

governance of useful, usable content

My preferred definition: a content strategist acts like a

museum curator, “strategically select[ing] and place[ing items]

to engage the audience, convey a message, and inspire action”

(Erin Scime)

When do I use it?

Content strategy is used to convey information, or get someone to perform a specific action

Examples of Content

Info-graphi

cs

Videos

Social Media Posts

Web Pages

Photos

Blog Article

s

Events

How do I create my own?

Determine

Audience

Assess Goals

Develop Content

Promote + Share

Repurpose

Content

Measure Impact

Know Your Audience

Who do we want to view our content?

Know Your Goals

What action do we want people to take after viewing our content?

Develop Content

How do we create content that is valuable (i.e. helps our target audience be smarter, better, more interesting, or fixes a

problem that they have)?

Promote & Share Content

How do we get people to view and share our content after it’s been created?

Repurpose Content

Creating valuable, relevant, and engaging content is a lot of work! How do we get the biggest bang from our

content buck?

Measure Impact

How do we determine if our goals are being met?

In conclusion

o This is a general strategy- in real life a content

strategy is tailored to the needs of the client

o Please reach out to me (Bethany.Gardner@icfi.com)

the digital strategy team for more information on

how we can assist you or your client in developing

an effective content strategy

Q & A